Branding Archive
The Power of What Your Brand Isn’t
Most organizations struggle to define their brand strategy — who they are, what they stand for and what they do differently. In fact, many don’t even know where to begin. Not to worry. Here’s an
Kansas Credit Union Says ‘We’re Not Wall Street’
During the 2010 Super Bowl pregame show, The Credit Union of Johnson County ran an ad announcing its new name — Mainstreet. The new moniker is meant to align the credit union with the sensible
Your Brand Is a Tool…For Consumers
In 1967, when Ralph Lauren opened his first shop, a necktie store, he had a vision for a powerful brand. And today, over 40 years later, it’s obvious that he was very smart for investing
Big Bank Brands, Big Consumer Contradictions
Three separate studies indicate there are significant contradictions between how big bank brands are valued, what consumers feel about large financial institutions, and where consumers choose to bring their deposits. Big bank brand values rise
ANZ’s ‘Uncomplicated’ Brand Strategy
Early in 2009, Australian banking giant ANZ began quietly but methodically rolling out its new brand identity. There was little fanfare when a new ANZ logo popped up in an Indonesian airport last April. But
Rebranding United Heritage Credit Union’s Identity
With more than 54,000 members, over $600 million in assets, and 12 branches in the Austin, Texas area, United Heritage Credit Union is one of the largest regional credit unions in Central Texas. Facing intense
Can Credit Unions Afford a National Campaign?
The subject of a national campaign for credit unions has been widely debated over the years. Some argue about whether it should be a brand campaign or an awareness campaign. Others dispute what such a
GEICO’s Crazy Ad Strategy Breaks the Rules
“People can now accept more complex brands with multiple, distinct narratives highlighting various aspects of the brand.” – The Martin Agency, about its GEICO ads GEICO uses more branded characters at one time than probably
Westpac Resurrecting Dead Brand for Online Direct Arm?
Australian bank Westpac is considering reviving the Bank of Melbourne brand it retired years ago following an acquisition. Westpac is reportedly planning to relaunch the Bank of Melbourne as on online internet direct bank. “The
The Ad Ally Would Run If It Was Really Honest
When Ally Bank was borne from the ashes of GMAC earlier this year, the bank’s CMO told us that “talking straight” is one of the three principles at the heart of the Ally brand. Well
Commerzbank Blends Brands Following Merger
“A strong company needs a strong brand.” — Commerzbank When the third-largest bank in Germany merged with the second-largest, it left a big question: What to do about the brands? Easy. Pair the logo from
Big Steps for First Independent’s Brand
First Independent had been family-owned for nearly 100 years, during which time the bank’s solid track record helped it forge deep roots in its southwest Washington communities. That was the good news for the bank’s
Four Things Your Brand Must Be
Four principles serve as the underpinning for every great brand: differentiation, relevancy, credibility and irreproducibility. If your brand doesn't meet these four criteria, you've still got some work to do.
Virgin Should Shock Just About Everyone
Some may question Sir Richard Branson’s timing. Why would he launch a bank now? Well, for starters, Branson is exceptionally good with money. Who better to run a bank than a guy who makes money
Q&A: Kent Credit Union Rebranding
The Financial Brand sat down with Kathy Hammond, VP/Business Development, Kent Credit Union earlier this year to talk about their rebranding project. The credit union rolled out a new logo, website and brand slogan, “We
‘All People Ages 18-55′ Is Not Your Target Audience
Financial institutions that think their target audience includes basically everyone with money and a heartbeat are severely crippling their branding efforts.
It Only Matters If It’s Measured
Ever since First Federal Bank in Sioux City, Iowa, rechristened itself “Vantus,” the bank had been building its brand entirely around the idea of “simpler banking.” (UPDATE: The bank has failed.) From the “about” section
Is ‘Common Bond’ Part of Your Brand?
Credit unions, as not-for-profit organizations, are required to limit their membership in order to qualify for their untaxed status. Historically, this helped create a “common bond” between credit unions and their members. But is this
What’s the Return on Branding?
A number of financial institutions ask, “What’s the ROI on branding?” It’s often the bean counters who ask this question. They want to see a “demonstrable rate of return” before making any investment. Certainly it’s
HSBC ‘Different Points of Value’
HSBC has been positioning itself as the “worldwide local bank” for a while now. They are a bank that takes pride in understanding the subtleties of cultural differences. Last year, they introduced a thought-provoking ad
